Golden ratio

wiki reference
http://en.wikipedia.org/wiki/Golden_ratio
http://en.wikipedia.org/wiki/Golden_rectangle

In mathematics and the arts, two quantities are in the golden ratio if the ratio between the sum of those quantities and the larger one is the same as the ratio between the larger one and the smaller. The golden ratio is an irrational mathematical constant, approximately 1.6180339887.

At least since the Renaissance, many artists and architects have proportioned their works to approximate the golden ratio—especially in the form of the golden rectangle, in which the ratio of the longer side to the shorter is the golden ratio—believing this proportion to be aesthetically pleasing.

A golden rectangle is a rectangle whose side lengths are in the golden ratio

A distinctive feature of this shape is that when a square section is removed, the remainder is another golden rectangle; that is, with the same proportions as the first. Square removal can be repeated infinitely, in which case corresponding corners of the squares form an infinite sequence of points on the golden spiral.